The Best Work You May Never See: JWT Amsterdam Speaks The Universal Language of Food For PLUS Supermarkets

Food is so heavily embedded into the culture of a country, that local people rarely notice how wonderful--and sometimes weird--their own food is. That is, until someone from a different place arrives…

This insight sets the scene for J. Walter Thompson Amsterdam’s new TV commercial for Dutch supermarket PLUS. The film follows the story of Ismail, a Syrian boy from a refugee family. At his new school he befriends Lucas, who introduces him to Dutch food in all its glory.

Ismael ten Heuvel via production house Pink Rabbit directed this spot. He was so moved by the narrative that he named the protagonist after himself. The same director worked on JWT Amsterdam and PLUS supermarket’s rather controversial Christmas TV commercial which featured a co-parenting family and showed how they celebrated Christmas. This spot was one of the Netherlands’ most lauded Christmas ads of 2017.